by KYLE SWARTZ

Which products pulled off these tough tasks in the past year ? 2022 saw an industry in transition . Covid-19 receded , inflation flared , a mini-recession emerged and on-premise accounts continued to come back from disastrous lockdowns . Trends have shifted . Some consumer preferences formed during the pandemic have faded , while others are still gaining steam .

PREMIUMIZATION LEADS Neither a pandemic nor an inflation-fueled recession can keep consumers from trading up in alcohol brands . Reliably , spirits remain a category where people are willing to splurge on affordable luxuries . Customers gravitate towards these products , bolstering a great number of Growth Brands Awards winners .

Rising Star Cooper ’ s Craft “ is being driven by consumers ' interest in premium bourbon ,” says Laura Petry , Brand Director , Emerging Brands , Brown-Forman . “ Coopers ' Craft Barrel Reserve is aged in chiseled and charred American White Oak barrels that deepen the whiskey ’ s wood exposure , creating a robust and complex taste profile .”

Quality , production and provenance are among the most commonly given characteristics for Growth Brands Awards winners .

“ Smoke Lab Vodka has strong consumer appeal because it is the first premium vodka imported from India , and it is made from locally sourced basmati rice and pure Himalayan spring water ,” says Mike Ginley , President , NV Group USA . This Rising Star is “ five times distilled , gluten free , vegan and made in India ’ s first zero-carbon-footprint distillery .”

Differentiating in the vodka category is difficult . Premiumization helps .

“ What sets Broken Shed apart from other vodkas and continues to drive sales is what we leave out : zero additives , sweeteners

Raising Star

or GMOs ; plus Broken Shed Vodka is gluten-free from start to finish ,” says Jean-Marie Heins , Chief Marketing Officer at Broken Shed Vodka . “ Whey gives Broken Shed its unique , crisp , clean taste that people love . To be recognized as a Rising Star brand in the world ' s largest market is a clear indicator of how many people are craving sustainable ingredients and naturally delicious flavors for their cocktails .”

In today ’ s age of hyper-informed consumers who research everything online constantly , brands cannot fake much .

“ Consumers can see through a mediocre product , even if that product has an award-winning marketing strategy behind it ,” says David Dreyer , Chief Marketing Officer of Starco Brands , maker of Rising Star Whipshots .

Perhaps the category where premiumization is the most pronounced is American whiskey . Our modern bourbon boom has been driven in large part by consumers whose eyes have shifted from the bottom and middle shelves to the top .

What sets Broken Shed apart from other vodkas and continues to drive sales is what we leave out : zero additives , sweeteners or GMOs ; plus Broken Shed Vodka is gluten-free from start to finish .

– Jean-Marie Heins , Chief Marketing Officer at Broken Shed Vodka .

12 Beverage Wholesaler • Summer 2023